Investigative management and consumer research on the internet

Purpose – This paper aims to introduce the notion of investigative research on the internet (IRI) and conceptualise its processes through the principle of streaming. It seeks to discuss the similarities and differences between IRI and netnography and considers various aspects of the IRI process, including site selection, sampling, data collection and analysis.Design/methodology/approach – Investigative internet‐based research uses the techniques of ethnography and netnography, including variations of participant observation and analysis of visual and textual material. Three international empirical cases are used to illustrate the application of IRI and streaming in research on international workers, consumer cultures and on emerging business phenomena.Findings – IRI has a number of potential applications for hospitality management academics and practitioners. Streaming can help to understand the processes involved in conducting netnographic research, and streaming is a more appropriate way to conceptualis...

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